LONDON — Hairstylist James Brown is bringing a whiff of scandal to Boots stores here.
Brown, who counts Kate Moss among his business partners, recently introduced Scandalous, a 12-unit hair care line, to the health-and-beauty chain. The collection sits alongside his eponymous line.
“This is James moving from business to pleasure,” said Lisa Barbour, marketing manager for James Brown London. “The first line was about what he carries in his kit bag, it’s functional and minimalist. The new line is about the other area of his life — when he does hair for his girlfriends getting ready for a night on the town. It’s more wild, sexy and sassy.”
In keeping with the party theme, the Scandalous lineup’s packaging is black with gold and hot-pink details. The collection includes products such as Rock Chick Wave Spray, Fabulously Flirty Dry Shampoo and Flaunt It Firm Hold Hairspray. Products are priced on par with Brown’s original line and range from 4.99 pounds, or $8.16 at current exchange, for a 250-ml. can of hair spray, to 7.99 pounds, or $13.06, for a 150-ml. tube of Intensively Glossy Rescue Treatment.
According to Barbour, Moss, who owns a stake in the brand along with Brown and a private investor, participated in the line’s development.
“She worked behind the scenes rather than in front of the camera,” Barbour said.
The collection began hitting shelves in 350 Boots stores in the U.K. in June. Brown’s signature line is sold through 800 of the chain’s doors. It is also distributed in Poland, the Czech Republic and Singapore. Colette in Paris, which has carried James Brown London since 2008, began selling Scandalous in June, as well. Barbour said the brand is looking to launch in the U.S. and Australia within the next year.
Industry sources estimate Scandalous will ring up first-year retail sales of 1.5 million pounds to 2 million pounds, or $2.6 million to $3.3 million.
In addition to beefing up his product offering, Brown will officially open a salon on Wigmore Street here this month.
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